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The expected retail customer: Value co-creator, co-producer or disturbance?
Centrum för tjänsteforskning, Karlstads universitet.
Högskolan i Borås, Akademin för textil, teknik och ekonomi. (Sustainable Consumption Research Group)ORCID-id: 0000-0001-9159-4593
2016 (engelsk)Inngår i: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 30, s. 204-211Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

The purpose of this paper is to explore expectations among front-line employees regarding their customers and how these expectations can be understood in relation to strategies of customer participation and value co-creation. Two categories of expectations are identified; operative and interactive. In particular, the operative expectations reveal a service practice that is heavily structured by large-scale systems and ideals of rational efficiency. It is argued that co-creation needs to be discussed on both the strategic level, i.e. in terms of what the “customer”/market wants, and on the operative level, where the customer’s direct contribution to the value-creating process has its focus.

sted, utgiver, år, opplag, sider
2016. Vol. 30, s. 204-211
Emneord [en]
Front-line employees, Expectations, Customer participation, Value co-creation
HSV kategori
Forskningsprogram
Handel och IT
Identifikatorer
URN: urn:nbn:se:hb:diva-8919DOI: 10.1016/j.jretconser.2016.02.006OAI: oai:DiVA.org:hb-8919DiVA, id: diva2:905203
Prosjekter
Att jobba med jobbiga kunder
Forskningsfinansiär
Forte, Swedish Research Council for Health, Working Life and Welfare, 2012-0741Tilgjengelig fra: 2016-02-22 Laget: 2016-02-22 Sist oppdatert: 2017-11-30bibliografisk kontrollert

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Fellesson and Salomonson 2016 The expected retail customer(351 kB)225 nedlastinger
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Forlagets fullteksthttp://authors.elsevier.com/sd/article/S0969698915301661

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